If you would like to submit a solution, please go to the P&G Innovation Brief Response Form https://bit.ly/32DQ8TK to complete their form with the requested information, AND submit here and we'll try to to help you get status on your application.
Major CPG brands are beginning to envision the future of advertising, wherein they need to develop more experiential and seamless ways of engaging consumers. Today, over 70% of TV viewers indicate that they fast forward through ads. Over 40% of millennials use ad blockers and an increasing number of consumers are subscribing to OTT services that have no advertising. Moving forward, brands will need to change their approach from creating ads that block/annoy consumers from getting to content to becoming a seamless part of the content and experience itself. P&G Brands have started to define and drive new expectations of ad experiences that create new and positive consumer experience not one that drives consumers away.
This brief is focused on exploring emerging approaches and technologies that are being used as part of this evolution and understanding the new ways brands are engaging with consumers.
Business Challenge / Needs Definition:
P&G Brands (Pantene, Tide/Ariel, Olay, Pampers, Always, Gillette etc ) are interested in exploring the future of advertising and rethink how our company engages consumers in a World Without Ads. We want to partner with new solutions and surface how modern brands are using alternative models/experiences powered by the Startup Ecosystem Invent tomorrow, piloting solutions today.
This challenge includes surfacing how modern brands are using alternative advertising models and brand experiences to be more useful and interesting as well as the startups and technologies powering them. Specifically, in four domain areas – Gaming/eSports, Social Commerce, Native Advertising/Dynamic Creative, New Ad Models.
The pilot region will be Latin America and pilot activations will initially be focused on Mexico, Brazil, Colombia & Argentina. As we know it today, Latin America represents a great ground for learning – For example, 9 in 10 Brazilians alone have Internet access and are buying goods within social commerce platforms as WhatsApp. In Addition, Latin America is the market with the highest growth trend worldwide and is expected to have almost 350 million users by 2021.
Relevant Technology Domains May Include, but are not Limited to, the Following:
If you have ideas and supporting technologies that you believe can deliver disruptive services & solutions to this challenge, we want to hear/partner with you. Where there is a good fit, we are looking to drive agile in- market pilots in Latin America with the goal of scaling successful services & solutions. All ideas and submissions will be fully reviewed by our team.
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